How cult activewear phenomenon LSKD sold $10m in 60-minute frenzy
Queensland activewear phenomenon LSKD has smashed records with $10 million in sales in just one hour during Black Friday with 144,000 customers flooding the website.
Queensland activewear brand LSKD (The Loose-Kid) has smashed records with $10 million in sales during the first hour of Black Friday, as 144,000 customers flooded the website.
Jason Daniel, the mastermind behind the $150 million athleisure business saw 375,000 visitors to his website on the first Black Friday sales day with check-outs reaching a high of 2,500 per minute.
The frenzy came as the rarely-discounted range went on sale at up to 70 per cent off.
Mr Daniel said he had added an extra 200 distribution centre staff to deal with the demand and worked with his website provider to ensure it could handle the explosion of visitors to the site.
“It exceeded our expectations, it was really good and we were stoked to see the orders going out on time,” Mr Daniel said.
“Not only did we see growth, but it was also strong growth internationally which was really cool and seeing our global community growing.”
“But, it was great and I mean the team has been working like 24/6. So, our distribution centres team has just done such a phenomenal job getting the orders out this year.”
The Logan-based brand LSKD made $10 million in first-hour sales with the major customer base coming from the Pacific region excluding their US orders.
The secret sauce for the major success were lessons from previous unfortunate experiences where logistics were delayed and websites crashed.
Mr Daniel and his team were much-prepared for the avalanche, and made the most of the opportunity.
Mr Daniel’s team expected the rush and worked closely with Shopify to ensure the website infrastructure could handle “100,000-plus community members on our website at once.”
The brand’s most popular seller during the two-week frenzy was the ‘rep tight’ and ‘fusion’ leggings which sent the business viral in 2019, when they sold more than 2,000 units in the first drop.
LSKD also employed an extra 200 team members to handle the volume in the distribution centres, resulting in a significant reduction of shipping delays from last year’s 15 days to just four days this year.
The Logan warehouse ran on a 24 hour schedule six days a week with night shifts ensuring orders moved quickly.
“It’s a team effort, a lot of work that goes on behind the scenes,” he said.
“I think we’ve got to be really grateful especially in the climate we’re in as right now to see us growing and the work that we’re doing from product to how we inspire our community.”
The founder aims to finish with $200 million in revenue by the end of this financial year with 12 more stores in the pipeline to open in Australia and New Zealand by the end of 2026.
Originally published as How cult activewear phenomenon LSKD sold $10m in 60-minute frenzy
